Vodafone case study on social media engagement by Integrasco. Presented during iStrategy London 2010.

1. Best practice in social media
engagement – a Vodafone case
study
iStrategy 2010

2. Technology is shifting the power away from the
editors, the publishers, the establishment, the
media elite. Now it's the people who are
in control."
Rupert Murdoch, Chairman & Chief Executive
News Corporation

3. The centre of this company is marketing … It is not the
brand talking any more and telling the customer what
to do. It is the customer who will decide."
Vittorio Colao, Chief Executive

5. We're NOT a tool provider!

6. Why we're different ...
• Specialists in
– social media monitoring > listen
– analytics > interpret
– engagement strategy > influence
• Emphasis on human involvement – analysis and support
• Consulting relationship – bespoke not 'off the shelf'
• Specific industry knowledge and expertise
• Actionable insights not data

7. Page 7 Integrasco©2009. All rights reserved. Commercial in confidence.

8. Brand/Campaign tracking
Our client solutions Product/Service launch tracking
Real-time consumer engagement
Opportunity/Issue identification
Consumer & Real-Time, Front Line
Brand Alerts Analytics Customer service/support
Complaints handling/resolution
Management Brand & Reputation
Services Assurance Lead influencer identification
Ad hoc insight reporting
SEO/PPC enhancement
Competitor insight

9. Vodafone – Long-Term Social Media Vision
To empower our customers to interact with us
and others in the way that they want, to get more
from their telecoms experience
To get closer to our customers and our competitors' customers

10. Vodafone's journey to world-class social media usage
Educating Experiencing Maturing Integrating
Integrate across
value chain
Brand tracking
Monitoring Platform
& Reporting Toolkit Which insights are
actionable, and which
Sector/Brand will deliver substantial
Landscape Report business/brand
Where are we winning benefits?
or losing each month
against our
How do we engage with
competitors, and why?
consumers real time in
social media?
What are consumers
saying about us and
our competitors?
Maturity of Social Media Engagement
Page 10 Integrasco©2009. All rights reserved. Commercial in confidence.

11. Real-time consumer interaction
- Integrasco Monitoring Platform

12. Monitoring platform

13. Online engagement
“the support from @vodafoneuk has
been excellent. But I am so far not
“I'm awfully impressed with @VodafoneUK
- good model of how a big organisation can impressed by @tmobile.”
use Twitter personably and effectively.”
“Well @VodafoneUK has maybe swayed “Say hello to your newest customer.”
me with its lovely customer service via
Twitter, are Orange even on Twitter?”
Customer service on social platforms helps create positive sentiment
and humanises the brand

14. It took me about 2 calls to Customer Services to
realise that if you need help, the mods on this forum
are the only REAL option. CS were never rude or
abrupt, they just didn't seem to have a clue.
I remember posting a problem with my account and
(I think it was) Helen called me back only 5 mins
later!
Now that's service!”

15. Is it working?
Our team is interacting in 95% of Vodafone-related social media
debate, which means we pick up virtually everything that comes
through the sources loaded into the Integrasco portal.
e-Forum surveys show we achieve a resolution rate of 85.1%
(target 75%) and a satisfaction rate of 86.3% (target 85%), and
a Net Promoter Score measured at 35.1% - much higher than
the category average, and showing the true benefit of engaging
with, supporting and assisting Vodafone customers."

16. Brand/Campaign tracking

17. (Orange OR subject:Orange -subject:light -light -"Clockwork Orange" -
subject:"Clockwork Orange" -"orange box" -subject:"orange box" -juice -
subject:juice -fruit -subject:fruit -peel -subject:peel -"Orange Wednesday" -
subject:"Orange Wednesday" -"orange county" -subject:"orange county" -"clock work
orange" -subject:"clock work orange" -"orange ink" -subject:"orange ink" -"bright
orange" -subject:"bright orange" -"dark orange" -subject:"dark orange" -"light
orange" -subject:"light orange" -("color orange"~3) -subject:("color orange"~3) -
("style orange"~3) -subject:("style orange"~3)) AND ( (SMS OR MMS OR HDSPA OR
"Mobile Phone" OR GSM OR GPRS OR 3G OR SIM OR handset OR "Sony Ericsson" OR
Nokia OR HTC OR Motorola OR BlackBerry OR iPhone OR PAYG OR "pay-as-you-go"
OR "Network Provider" OR UMTS OR WAP OR PDA OR "PAC Code" OR Cellphone OR
OFCOM OR phones4u OR voda OR vodafone OR tmobile OR tmob OR "T-mobile" OR
T-Mob) OR subject:(SMS OR MMS OR HDSPA OR "Mobile Phone" OR GSM OR GPRS OR
3G OR SIM OR handset OR "Sony Ericsson" OR Nokia OR HTC OR Motorola OR
BlackBerry OR iPhone OR PAYG OR "pay-as-you-go" OR "Network Provider" OR UMTS
OR WAP OR PDA OR "PAC Code" OR Cellphone OR OFCOM OR phones4u OR voda OR
vodafone OR tmobile OR tmob OR "T-mobile" OR T-Mob) )

19. Brand Buzz
24%
19%
33%
22%
2%
This chart displays brand share of buzz during the past 12 months. All opinions on brand and
their respective products are measured to give a complete overview of online conversations. Buzz breakdown – August 2010
Executive Summary
> The release of the Android 2.2 update for the unbranded HTC Desire engaged a lot of users in discussions about the pros and cons of the update. O2, Orange and T-Mobile have not yet
released the update for their branded HTC Desire and therefore the three networks have been targets for negative comments from disappointed users due to the delay
> The release of the 360 firmware update on the same date as that of the Android 2.2 for unbranded handsets caused a significant amount of negative sentiment for Vodafone with users
thinking it was the Android 2.2 update for the Vodafone branded HTC Desire. After updating their handsets, users started to complain saying the 360 update was buggy and not the FroYo
update their were expecting, to which Vodafone listened and announced the release of the FroYo 2.2. The announcement managed to reduce the overall negativity and received positive
feedback. The story was covered prominently in social media and users expressed their satisfaction over the much anticipated release for HTC Desire on Vodafone
> Network coverage drives mixed sentiment for O2 in August, though poor 3G signal particularly on iPhones gets negative attention. Network outages also contributed to cause negative buzz for
O2, however, broadband drives positive sentiment for the network. O2’s promotional scheme of PAYG Goal SIM in which the O2 customers can win £10 for every goal that the selected team
scores generates positive sentiment
> Network outages on Orange generates a significant amount of negative sentiment for the network in August. Poor customer service also drives negative buzz for Orange in August and users
complain that customer service is not very helpful and not competent enough to solve their problems. The launch of HD Voice on Orange, offering crystal clear audio on the handsets which
supports the service, gains positive popularity in social media
> Users discuss positively the merger of Orange and T-Mobile and have high expectations. Some also understand that the network outages on the two networks are due to the merger. Users are
also keen on discussing the coverage status of Three after the merger of T-Mobile and Orange, as the network uses Orange’s 2G and share 3G masts with T-Mobile

20. Brand Sentiment
Brand Sentiment Impact – August 2010 Vodafone Sentiment Impact – Over Time
Buzz Volume
Buzz Volume
Negative Sentiment rating Positive
Negative Sentiment rating Positive
Bubble size is determined by the ratio between buzz volume and sentiment rating. Bubble size is determined by the ratio between buzz volume and sentiment rating.
A strong sentiment rating (positive or negative) and high buzz volume will result in a large bubble. A strong sentiment rating (positive or negative) and high buzz volume will result in a large bubble.
Management note
> In general, the network coverage and signal strength in the UK are considered to be more reliable on Vodafone than on O2. 3G network coverage on Three also gets positive attention in August
> The Vodafone 500mb FUP issue generates buzz for the network as users discuss receiving warning messages from Vodafone about being charged from October 1, 2010 , leading to a negative sentiment towards the
network. Users also discuss that Vodafone now is neither allowing the customers on 12 month contracts to switch to1GB allowance nor letting them cancel their contracts. Users also discuss strategies to damage
Vodafone’s reputation. The story gets prominent coverage in the blogosphere as well, where Bitterwallet plays a role in supporting customers with an offer of providing letter templates so that the customers can use it for
complaining
> The release of Vodafone’s FroYo 2.2 for HTC Desire has generated a significant amount of positive buzz for the network as users express that Vodafone has listened to their customers and taken appropriate actions to
satisfy them
> Users engage in discussions about O2 not changing their 'unlimited' data conditions for old customers until they upgrade or change their current tariff positively. iPhone 4 on O2 also contributes to generate positive buzz
and the fact that O2 is the only network offering Visual voice mail gets positive attention
> O2 PAYG Goal promotion adds to the positivity for the network. However, poor signal and 3G issues on O2 have been subject to some negative sentiment. Also the delay in the release of the Android update for the O2
HTC Desire drives negative attention for the network
> Orange drives positive sentiment for offering good tariffs with its Animal plans, though several network outages in August has caused severe damage their reputation. The delay in the release of Android 2.2 update for
HTC Desire has also contributed to negative sentiment for the brand
> The availability of the Phone 4 contributes to generating positive buzz for T-Mobile in August. However, users discuss that the tariffs T-Mobile announced are nothing different in comparison to what other networks
currently offer. The option of “flexible booster” add-on gets positive attention from users. Users complain about T-Mobile delaying the update of Android 2.2 for HTC Desire which causes some negativity for the network
this month
Vodafone UK in Social Media

21. Innovation
Innovation Sentiment Impact – August 2010
Top Positive Buzz Drivers
• Vodafone listening to their customers and taking action
• Vodafone releasing FroYo 2.2 for HTC Desire
• O2 Green ranking
• O2 PAYG Goal SIM
• HD Voice on Orange
Top Negative Buzz Drivers
• Release of Vodafone 360 firmware update
• O2 delaying Android 2.1 update for its
HTC Desire customers
• Delay in Android updates
Management note
> The highly anticipated Android 2.2 update for the HTC Desire has been the centre of attention for the month of August and drove buzz for all the networks in UK.
The HTC Desire owners often discuss the pros and cons of the update. The owners of all the branded handsets on all the networks complain and some also
considered rooting their handsets in order to get their hands on the update
Share of buzz – August 2010
> Vodafone’s release of the 360 firmware update led to some confusion, since users of the HTC Desire thought it was the Android 2.2 update for that handset,
already available for unlocked units. After the download, the customers realized it wasn’t and started to complain about being ‘tricked into installing bloatware’.
Users reported that the 360 updated introduced bugs, and pre-bookmarked websites, which was matter of negative comments about Vodafone
> In response to the complaints, Vodafone announced the FroYo 2.2 update for their branded HTC Desire. This announcement was welcomed by the users. Days 23%
later, when the update was finally released, Vodafone customers expressed satisfaction and stated that it was very impressive of Vodafone to listen to the 22%
complaints and take immediate actions. Users of the HTC Desire on O2, Orange and T-Mobile say those networks should also follow the steps of Vodafone
> The launch of Vodafone Mobile Wi-Fi (R201) receives prominent coverage in the blogosphere. In general, the sentiment is positive, however, the price plans are
compared with Three which offers a similar product on PAYG, while Vodafone only offers it on contract
> The launch of mobile Eco rating by O2 gets prominent coverage in the blogosphere, while Apple decides to opt out of the Green Ranking. The expected release
date for Android 2.2 for HTC Desire on O2 is sometime in September , which drives negative sentiment for the network. Android 2.1 for Dell Streak will be
available from September 1st on O2
30%
> The launch of HD Voice on Orange offering crystal clear audio if the user has a handset that supports it, gets prominent coverage in August 24%
> T-Mobile offering 3GB data limit for all the smartphones and with the option of “flexible booster” add-on contributes in getting positive buzz for the network this
month. T-Mobile pulling their Android 2.1 update for the Pulse also gets prominent coverage in the blogosphere
1%
> Users also discuss ‘Everything Everywhere’ and expect things to change positively once the whole merging of networks is implemented. Users hope that the
coverage for T-Mobile and Orange will improve as it will also share masts with Three
Vodafone UK in Social Media

22. Network – verbatims
“I'm with Vodafone and regularly go hill walking in remote parts of the
country like the Brecon Beacons, Snowdonia, Peak District, Lake District
and the Highlands of Scotland. My friends on Three, Orange, Virgin and T-
Mobile can go the whole weekend without any signal, whereas I will pick
up signal frequently. Even when signal strength isn't enough to phone
someone, I can usually send them a text message. I also have strong
signal in central London in the basement of buildings. Can't fault Vodafone
on that front. ”
“Just come off the phone to Orange, conversation as follows Me - "there's
a recorded message about GPRS being down, is there a problem with 3g"
Orange - "3g is GPRS" Me - "no GPRS is 2g, 3g is completely different"
Orange - "No I think I know what i'm talking about" Me - "Well if you think
GPRS is 3g then you're in the wrong job mate" Absolutely f**king useless.
If it's not fixed by tomorrow i'm moving networks”

23. 'Lead Influencer' identification

24. Lead Influencer – RogerPodacter
• Forum: Howardforums.com
• Region: North America
• Gender: Male
• Engagement: > 15000 posts
Posting activity in 2009 for the user RogerPodacter on Howardforums.com
> The user RogerPodacter is one of the most prolific posters on Howardforums.com. He is a Nokia fan and a highly
influential user. He has written more than 15.000 comments, and a large amount of these are related to Nokia
products. RogerPodacter is advocating the Nokia brand, but he is not afraid of sharing his views even if they are not
positive for Nokia. He states that Nokia should be the one leading the way, not the one following. He has
expressed his concerns about the N900 and he shares his views with his fellow users:
> “I don't agree that internally nokia "get's it". The proof of this is in their actions with maemo. Actions speak louder than
words, or so called hypothetical words in this case. These actions include no portrait operation on the n900, no support
for the widely used 850/1900mhz 3g bands which could be used in canada, att in usa, and other countries. Their entire
actions with this maemo n900 phone scream "this is only a niche product" from the top of their lungs. Its like they just
don't get it. Again its this artificial cherry picking of features that serves no purpose. I submit that the n900 would be a
break thru phone if it simply had att 3g bands for the usa. Of all the years we've seen nokia try to break into the usa
market, the n900is by far the best chance to do it with. But oops they artificially limit it, like they purposely don't want
it to succeed in the usa.ro again their actions to me tells me that they just don't "get it".”
“Well my thinking is that the n900 is actually a phone that would easily be a hit in the usa, or at least have the best
chance of being a hit over any other phone nokia has put out. And then they go and exclude the most widely used
850/1900mhz bands. Now of course they really need carrier agreements. But since thats just not been working out for
nokia, the next best thing would be at least supporting the correct 3g bands. It just seems like they finally have a
decent competitive UI which might have a chance of selling to americans, and they purposely limit it with no att
3g support. Doesn't that just seem like they don't get it? Does to me.”

25. Early opportunity/issue
identification

26. Vodafone Access Gateway/Sure Signal
Relaunched as Sure Signal
Page 26

27. Social media – 'Rules of Engagement'
To be distributed to all employees
> Cover key principles to be followed by
employees using Social Media to comment on
Vodafone
27

28. Comments across blogs have been very rational and supportive. The
swiftness and honesty of response has given us a number of new fans
”Vodafone has pioneered responding to customers via Twitter. Even
when a rogue staff member sent an inappropriate Tweet through the
company's official Twitter feed, Vodafone was praised for its no-
nonsense Tweeted apology that admitted internal culpability and
ended: "Please keep your faith in us." With that level of honesty and
transparency, they probably did.”

29. Handset tracking/selection

30. 'Actioning' the insights

31. Communications & content
creation

32. 'Actioning' the insights

33. To conclude …

34. How Vodafone now uses social media
Campaign Development & Tracking
Handset Selection
Competitor Intelligence
PR & Comms
Customer Services
Reputation Management
New Product Development
Early Issue Detection
Brand Tracking
SEO/PPC Sales/Retention

35. The client's view…
Integrasco provides Vodafone with a complete overview of
online and social media. Their product as well as analyst
expertise help us get detailed insight into what is being said
about our brand, products and services. This allows us to
interact with our customers and key influencers real-time
via the Internet."
Jakub Hrabovsky, Head of Web Relations

36. Questions please …

37. THE END
integrasco.com facebook.com/integrasco
twitter.com/integrasco youtube: 'integrasco'
neil.scaife@integrasco.com aleksander.stensby@integrasco.com
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